This post talks about the difficult transition between marketing to savvy early adopters and achieving penetration in the much wider mass market. There’s a big difference between what companies need to do to effectively sell technology products to early adopters and what they need to do to sell to the early and late majority of the technology adoption lifecycle; and this is what has been aptly and ominously called the chasm.
By Robert Piller on 1 Comment carbon footprint, ecomarketing, environmentally friendly product, going green, green elitism, Green Gap, Green Marketing, Green marketing message, is green elitist, mainstream American consumer, niche marketing, OgilvyEarth, price point, Robert Piller, sustainability, sustainable
In this post Robert focuses on the green marketing gap, the perception gap that exists and results in most Americans perceiving green as an elitist phenomena. He outlines some of the principle problems that have caused this state of affairs to develop and argues that marketing should be geared to reinforcing the benefits that your product offers the planet.